Linqia, an influencer marketing agency, has launched “Linqia Campus” in partnership with REACH and Home From College, targeting the college market through student creators. 

The initiative aims to connect brands with Gen Z audiences through campus-based influencers during key calendar events including March Madness, Back to School, and College Football.

Tapping Into Student Spending Power

College students represent a significant market with $593 billion in combined spending power, according to data referenced by Linqia CEO Nader Alizadeh. 

Social platforms have overtaken Google as Gen Z’s primary product discovery channel, underscoring the importance of social media engagement with this demographic. Students spend approximately $158.98 on clothing and accessories per school year and nearly $40 billion annually on food.

“The biggest mistake brands make is trying to speak at the audience versus being a part of the community,” explains Nader. “Most of the time content is created by agencies and people who are not actually college students themselves. That, by nature, makes it more difficult to speak authentically and effectively to that audience.”

@thebeekid, a content creator doing a campaign for Canva

Campus Creators Offer Hyper-Local Influence

The program includes both athlete and non-athlete student creators, providing brands with different tiers of campus influence. Dylan Huey, CEO of REACH, explains the unique position of college creators.

“Unlike typical influencers whose audience is often spread out across the internet, college creators are generally embedded within their campus communities, meaning their social groups and followings consist of valuable networks such as student organizations, fraternities, sororities, and other campus groups,” Dylan says.

This campus-specific influence means promotion extends beyond digital platforms. “When a student creator promotes a brand, it’s not just seen online on social media—it’s talked about by those on-campus, referenced in group chats, shared in dorms, and reinforced at campus events,” adds Dylan.

In-Person Experiences to Drive Gen Z Engagement

The program extends beyond digital content to include physical campus activations, responding to Gen Z preferences for real-world brand interactions.

“Younger generations are increasingly hungry for in-person experiences. It’s an area of marketing we expect to increase in focus for brands in the coming year,” says Nader. “In fact, 74% of Gen Z believe that in-real-life (IRL) experiences are more important than digital ones.”

Julia Haber, CEO of Home From College, confirms this trend: “The most impactful activations will be those that seamlessly integrate online influence with in-real-life experiences. College students want to be part of something bigger than just another sponsored post.”

Professional Development Component

Beyond connecting brands with student audiences, the program offers career development benefits for participating students.

“Partnerships like Linqia Campus do more than just connect students with brands they love—they provide real-world experience in marketing, content strategy, and brand collaborations that translate into meaningful resume credentials,” says Julia. “For many, it’s their first time getting paid for their work, making money through brand partnerships, and gaining financial independence.”

Linqia Campus provides access to over 5,000 students across 75 universities through REACH, plus Home From College’s nationwide network of hundreds of thousands of students. The offering includes scaled social media campaigns targeting specific campuses and regions, product sampling opportunities, and on-campus pop-up activations.

Previous REACH alumni who have grown into major creators include Alan Chikin Chow, Partyshirt, and Cosette Rinab, establishing the organization’s track record in talent development.

“This partnership puts student creators at the center of brand storytelling,” says Dylan. “This isn’t just about short-term gigs; it’s about building a portfolio of real-world work that showcases their ability to create impactful content and thrive in professional brand collaborations.”